Head of Marketing Sciences, Lyft
More information about location
3+ days a week in office
Ride sharing company
Open for applications
Ride sharing company
1001+ employees
Open for applications
More information about location
3+ days a week in office
1001+ employees
Company mission
To improve people’s lives with the world’s best transportation.
Role
Who you are
- B.S. in economics, applied math, statistics or other quantitative field; M.S. or PhD strongly preferred
- 10+ years experience in an analytics/data science role or equivalent; management experience required
- Strong SQL and Excel skills
- Experienced with at least one scripting language (R, Python, SAS, etc)
- Superb oral and written communication skills; extremely attentive to detail
- Ability to thrive in a fast-paced startup environment
- Ability to attract and develop analytics talent to help support the mission
- Ability to scope out and push to get the necessary tools to measure and understand brand spend and engagement
- Experience in data science and marketing analytics
- Experience with brand advertising strongly preferred
What the job involves
- Lyft is seeking a Head of Marketing Sciences to drive a strategy that connects insights to measurement and impact of everything that Lyft does
- This person will also be responsible for understanding customers at the deepest level, enabling us to provide the highest quality experience for our riders and drivers alike
- Reporting directly to our Chief Marketing Officer, this leader will play the critical role of identifying the needs, behaviors and perceptions of our customers on both a practical and emotional level to enable Lyft to create marketing products that better serve them and engage with them in a way that resonates
- Help define and develop segments of Lyft’s customers (rider and driver) and their valued behaviors to help deliver growth
- Lead a team of 2-3 direct reports
- Assist in best-practices for data collection and accessibility to help marketing teams action off analytics and insights
- Define the scope and framework for brand measurement at Lyft, this may include work streams such as econometric modeling, brand valuation, and brand impact on performance marketing
- Help attract and retain brand analytics talent to support the measurement and optimization of brand spend
- Help supervise and guide the statistical techniques and novel experiment design to help measure the impact of a variety of brand investments
- Work cross functionally with data science and analytics teams at Lyft, ensuring best practices and knowledge share across like functions
- Possess functional knowledge of SQL or HIVE
- Understand all stages of customer acquisition and help define the impact of brand spend within this funnel
- Drive the execution of campaign performance reports to provide key learnings and feedback (trends, patterns, irregularity) for the marketing team
- Recommend budget allocations based on learnings
- Partner with external vendors and internal channel managers (Comms, Brand, Social, Acquisition) to design proper analytics framework
- Work with external vendors to ensure they have the data necessary to carry out campaigns as well as to ensure that they run campaigns in a measurable way
- Provide technical guidance on models and analyses
- Collaborate and develop relationships with cross functional business teams at HQ
- Structure and present analyses to executives and other key stakeholders
- Serve as a champion of sound decision-making for the marketing team
Our take
Lyft has aimed for consistent growth, making sure to pitch itself as a more reliable and friendly ride-sharing option than its main competitor, Uber. Uber has a greater market share and operates globally, but Lyft hopes to compete by its focus on ride-sharing over Uber's more diversified business approach and as a more rider-friendly and greener alternative to Uber.
Operating only in the USA and Canada, Lyft is in a position of being less affected by global events than Uber but also more vulnerable to local conditions. As an example, while it doesn't face the regulatory hurdles around employment rights that Uber does, it is unable to balance out the cost of the unusually expensive US auto insurance across its operations.
In 2022, Lyft acquired PBSC Urban Solutions, a bike-share equipment and technology supplier, allowing Lyft to compete in new verticals and reaffirming its commitment to green transportation. It has also trialed and launched Lyft Assisted, where drivers help passengers from their door into the car to get to medical appointments. These developments chime well with Lyft's unique selling point as a friendlier and more environmentally aware ride-sharing app.
Steph
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 14 rounds)
Jun 2018
$600m
LATE VC
Mar 2018
$200m
LATE VC
Total funding: $4.9bn
Company benefits
- Great medical, dental, and vision insurance options
- Mental health benefits
- In addition to 12 observed holidays, salaried team members have unlimited paid time off, hourly team members have 15 days paid time off
- 401(k) plan to help save for your future
- 18 weeks of paid parental leave. Biological, adoptive, and foster parents are all eligible
- Pre-tax commuter benefits
- Lyft Pink - Lyft team members get an exclusive opportunity to test new benefits of our Ridership Program
- Family building benefits
- Lyft Pink - Lyft team members get an exclusive opportunity to test new benefits of our Ridership Program
Company HQ
China Basin, San Francisco, CA
Articles
Leadership
John Zimmer
(Co-Founder)Originally an Analyst at Lehman Brothers, Zimmer then founded Zimride which was a private ridesharing company that pivoted into Lyft.
Logan Green
(Co-Founder)Founded Zimride, a private ridesharing company which later pivoted into Lyft.
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